AT&T has partnered with NBA and enlisted Translation as its creative agency for the newest campaign, titled “Codes of Culture”.
The spot, dubbed “The Codes We Live By,” features a host of NBA players including Desus Nice and The Kid Mero, who say that nobody does basketball like the (212), LGP QUA, who says nobody gets louder than the (215), Megan Thee Stallion, who says the (713) is coming in hot which confuses Dirk Nowitzki in the (214), CJ McCollum, who is shown sipping his tea in the (503), Magic Johnson, who says the (310) is all about the rings, and Paul George, who scratches the record in to tell him that “Showtime” is now in the (213).
“The game we live for. The codes we live by,” the voiceover says at the end of the 30-second commercial, which features the 2019 track “Down Bad” by American record label Dreamville, featuring J. Cole, J.I.D, Bas, EarthGang, and Young Nudy, and also directs viewers to the Codes of Culture website.
“AT&T has a long history of connecting with the communities in which our employees live, work and play, so it comes naturally for us to celebrate those neighborhoods in the most authentic way possible,” AT&T senior vice president, advertising and creative services Valerie Vargas, said in a press statement.
AT&T plans to create new and innovative tech-based experiences for fans, rooted in augmented and virtual reality, while continuing their advancement in the development of 5G.